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Tyre Manufacturer Uses Social Media To Raise Road Safety Awareness
In 2005, the world’s leading tyre and rubber manufacturer, Bridgestone India, launched a micro-site dedicated to raising awareness about all aspects of motoring safety. To ensure that the message is read by as many people as possible, the company has taken the unusual step of promoting the site through social networking websites such as Facebook and Twitter.
There is more to good driving than just passing your driving test - indeed, many would argue that you only start to learn how to drive once you have passed your driving test. However, there are many aspects of road safety and motor sense that are often overlooked by the test leaving motorists to believe, perhaps inappropriately, that they are good drivers. The site set up by Bridgestone seeks to redress those overlooked issues by questioning what drivers feel they already know and presenting information in an entertaining and memorable fashion.
Tyre safety - a fundamental element of road safety
Being a tyre manufacturer, much of the site’s information is devoted to tyre safety - one of the most important aspects of road safety. However, rather than being a glorified advert, Bridgestone have created a downloadable PDF which offers an at-a-glance guide to maintaining the health and longevity of any tyres. The guide explains the four most important functions of tyres, before going on to explain how time and wear and tear can affect them. In addition, it then offers a series of simple, precautionary measures that drivers can take in order to ensure their tyres offer optimum protection.
However, the guide is not purely about tyres. It also offers some tips on how to ensure that the car is roadworthy and safe. For some, many of these tips may appear to be common sense. But for others they could mean the beginning of new and more sensible driving and automotive practices.
Safety fun and games
To encourage road sense, Bridgestone have developed a game in which online drivers are challenged to keep their car safe whilst driving through extremely trying conditions. In addition, there is a ‘Crash Test Garage’, where users can create their own crash test dummy avatar and put it to the test in simulated collisions.
Nicolas Jervis, managing director of personal injury specialists 1stClaims, believes that the move is a canny one. He explains that, “While this may sound too much like fun and games to some, there is a lot of intelligence behind Bridgestone’s campaign. Facebook and Twitter each command around 500 million users, many of which are not yet of driving age. However, by reducing the jargon involved and explaining safety features and precautions in attention-grabbing ways, they are communicating their message not only to established road users, but also to generations of drivers who are yet to get behind the wheel.”
He also believes that the use of avatars is a good move by the company. “By using concepts such as the crash-test avatar, they are personalising the experience. Users will relate the avatar to themselves, having created it, and come to understand far more about the damage and injury that collisions can cause. Similarly, the simulated driving challenge can only help to encourage an awareness of the dangers that are all too prevalent on today’s busy roads,” he concludes.
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